Povezanost socioloških in psiholoških dejavnikov z nakupnim vedenjem in vključevanjem odjemalcev v personalizirano marketinško komunikacijsko kampanjo "Ta Coca-Cola je zate!"

magistrsko delo

Selvedin Mujagić (Avtor), Matjaž Iršič (Mentor)

Povzetek

V magistrskem delu predstavljamo področje marketinga vključevanja odjemalcev, enega izmed sodobnih marketinških pristopov, ki se izvaja kot marketinška in spletna strategija za načrtovanje in upravljanje vedenja odjemalcev. Magistrsko delo je sestavljeno iz uvodnega dela, teoretične obravnave, raziskovalnega dela, predlogov menedžmentu in sklepa naloge. Uvodni del magistrske naloge se nanaša na opis področja vedenja odjemalcev, integriranega marketinškega komuniciranja in vključevalnega vedenja odjemalcev. Vključuje tudi opredelitve problema raziskave, ciljev, namena in raziskovalnih hipotez in omejitev raziskave ter predstavitev predvidene metodologije raziskave. Teoretični del naloge pojasnjuje osrednja teoretična izhodišča avtorjev s področja vedenja odjemalcev, integriranega marketinškega komuniciranja in vključevanja odjemalcev. V magistrski nalogi želimo ugotoviti povezanost med sociološkimi in psihološkimi dejavniki z nakupnim vedenjem odjemalcev in vključevanjem odjemalcev na primeru marketinško komunikacijske kampanje »Ta Coca-Cola je zate!«. Empirični del naloge je osredotočen na marketinško komunikacijsko kampanjo, t. i. »Ta Coca-Cola je zate!«. Kampanja je v letu 2013 generirala približno sto milijonov različnih imen in priljubljenih besed ter jih umestila na personalizirane Coca-Coline steklenice in pločevinke. Napis z unikatnim imenom je bilo mogoče oblikovati preko spletne strani in prevzeti v trgovini. Nekatera najpogostejša imena so bila že na voljo na pločevinkah in steklenicah v trgovinah. Coca-Colina kampanja predstavlja največjo evropsko in svetovno personalizirano kampanjo, izvedeno do sedaj. Z raziskavo smo želeli ugotoviti povezanost raziskovalnih spremenljivk odnosa do blagovne znamke, čustev in subjektivnih norm z nakupnim in vključevalnim vedenjem odjemalcev. Nakupno vedenje se odraža z nakupnimi značilnostmi (pogostost nakupa Coca-Cole, tedenska in mesečna povprečna vrednost nakupa), povezanimi z brezalkoholno pijačo Coca-Cola. Obenem nas zanima, ali in kako so nakupne navade, ki oblikujejo vedenje odjemalcev, povezane z namero odjemalcev po vključevanju v marketinško komunikacijske aktivnosti, povezane z blagovno znamko Coca-Cola. Vključevalno vedenje se odraža predvsem z odzivanjem odjemalcev na marketinške dražljaje in aktivnosti blagovne znamke Coca-Cola (z vključevanjem v spletne skupnosti, všečkanjem, deljenjem objav na družbenih omrežjih, povezanih s Coca-Colo). Magistrska naloga je razdeljena v dva sklopa, v teoretični in empirični del naloge. V teoretičnem delu so predstavljene različne opredelitve, teorije in področja, ki so relevantna za empirični del naloge. Prva dva sklopa teorije zajemata pojasnitev vedenja odjemalcev in nakupnega vedenja. V preostalih delih teorije smo se osredotočili na koncept integriranega marketinškega komuniciranja in vključevanja odjemalcev. Teoretični del naloge smo zaokrožili s krajšo predstavitvijo marketinške kampanje, t. i. »Ta Coca-Cola je zate!«, ki je predmet raziskovanja v empiričnem delu naloge. Predlog menedžmentu, ki je del perspektivnega dela magistrske naloge, smo posvetili podajanju predlogov in usmeritvi glede bodočega razvoja marketinga spletnega vključevanja odjemalcev. Sklepni del naloge se osredotoča na predstavitev ugotovitev raziskovalnega dela magistrske naloge.

Ključne besede

odjemalci;vključevanje;vedenje porabnikov;nakupno vedenje;marketinško komuniciranje;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2018
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[S. Mujagić]
UDK:	658.89:366(043.2)
COBISS:	12991516
Št. ogledov:	802
Št. prenosov:	89
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Correlation between sociological and psychological impact factors, with customer behaviour and customer engagement behaviour in personalized marketing communication campaign, Share a Coca-Cola
Sekundarni povzetek:	In master thesis we presented field of customer online engagement, as one of the currently most popular marketing approaches, used for customer acquisition and as marketing management strategy and a communication tool as same time, for customer behavior planning and management of customer online behavior. Master thesis is constructed from introduction, literature review, research study and proposal to management and conclusion. Master thesis is focused on researching correlation between exterior and interior impact factors, on consumer behavior and customer engagement behavior. Most of the researches are focused in the impacts that affect consumer behavior. Those researches don't spend time to research correlactions between sociological and psyhological impact, that affect customer engagement behavior and their intention to participate in brand sales promotions. Literaly with this research we are discovering which impact factors had biggest impact on consumer behavior and customer desire to engage in Coca Cola, marketing campaign, Share a Coca Cola. Introductory part of the Master thesis explains main theoretical thesis of authors of customer behavior,integrated marketing communications an customer engagement behavior. With theoretical part of the thesis we present main theoretical definition of the consumer purchase behavior, integrated marketing campaigns and customer engagagment in online marketing campaigns. Goal of Master Thesis is to research which sociologial or psychological factors, are correlated with customer desicion for engaging in taking active part in Coca Cola marketing communicationcampaign, Share a Coca – Cola. Empirical part of the thesis, is focused on marketing communication campaign, Share a Coca – Cola.Campaign has generated in 2013, approximately hundred million of different names and popular word, implemented on the Coca - Cola glass bottles and cans. Unique and most common names, could be created with online name creator. This bootles were sent directlly to stores ,where customer could buy them. Some of the most frequent names were allready available and could be bought, without creating them online. Coca -Cola campaign presented biggest European and World personalized campaign, created to today.Research part of Thesis, was oriented in investigation of correlation with customer purchase behavior. Purchase behavior is connected with purchase charachteristics of buying a non-alcoholic beverages, Coca Cola. On the other hand, we are also interested if and how customers purchase habits shape customer behavior and correlate with customer intention to engage in marketing communication campaign activities, connected with Coca Cola brand. Master thesis is divided in two parts, theoretical and emphirical part. In theoretical part we presented different definitions, theoretical approaches and relevant fields for our empirical part of the Thesis. First two theoretical parts, explain filelds of customer behavior and marketing communication. In the remain theoretical parts we have focused on the explanation of the concepts of integrated marketing communication and customer engagement in online marketing communication. We concluded theoretical part of the thesis, with short presentation of marketing communication campaign, Share a Coca Cola, which represents our reserach object. Management recommendations, as perspective part of the Master Thesis is focused on giving suggestions, future orientations for the deveplopment of online customer engagement.Conclusion part focuces on presentation of the findings of the empirical part of Master Thesis.
Sekundarne ključne besede:	customer behavior;customer purchase behavior;marketing communication;integrated marketing communication;online customer engagement behavior;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	158 str., 8 str. pril.
ID:	10891481